The Search For Sneezers

How to find Fundraisers in Epidemic Proportions

Philip KingCEO

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April 18th, 1775

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Blog?8Monday, June 23, 2008

Fundraising page?

William Dawes

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Netherlands

US

UKUS

Canada Australia10Monday, June 23, 2008

Not just about technology

don’t get too distracted by the tools...concentrate on the

goals and outputs

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The more things change...

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...the more they stay the same

• People have too little time

• People love good stories

• People will procrastinate

• People give more in groups

• People give to people...especially online!

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Online giving is growing• Chronicle of Philanthropy

E-Gift Study

• E-Gifts to the 187 organizations grew by 37 percent last year, from $880.7-million to $1.2-billion last year

• E-gifts grew by more than 50% at 85 organizations

• 34 saw Internet gifts more than double

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★ American National Red Cross (Washington) $496,200,000 +214.6

★ United Way of America (Alexandria, Va.) $240,000,000 +20.9

★ American Cancer Society (Atlanta) $58,031,000 +92.6

★ Leukemia & Lymphoma Society (White Plains, N.Y.) $45,088,098 +89.9

★ Habitat for Humanity International (Atlanta) $28,787,733 +343.5

★ National Multiple Sclerosis Society (New York) $28,034,000 +7.0

★ American Heart Association (Dallas) $20,300,000 +21.6

★ Heifer International (Little Rock, Ark.) $19,454,629 +38.0

★ United States Fund for Unicef (New York)$18,285,701 -66.6

★ World Vision (Federal Way, Wash.) $13,601,046 -63.3

★ Juvenile Diabetes Research Foundation International (New York) $12,910,000

★ Doctors Without Borders USA (Médecins Sans Frontières USA) (New York) $11,555,022 -20.1

★ Mercy Corps (Portland, Oregon) $11,339,530 -19.2

★ Salvation Army (Alexandria, Va.) $11,191,000 -75.7

Most e-Giving America

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But it’s only a small fraction

•Online giving represented ~ 2 % of total contributions for the sample (a recent

UK study found ~ 4% from ‘new media’)

• Online retail is twice as big

• Only 13 charities collected more than 5 percent of their total contributions online.

• For five of those groups, electronic gifts made up more than 10 percent of total

donations

E-Gifts All Gifts

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When will e-gifts represent 10% in your

organization?

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What do we know about e-gifts?

• NEW YORK, November 12, 2007 -- American Express, in partnership with the Center on Philanthropy at Indiana University, produced the American Express Charitable Gift Survey

• Although nearly two-third of Americans in the study gave to a charity in the past year, only one in ten gave online

• The single largest reason -- after not having a computer -- that people offered is that they were unaware of online contribution options. More than one quarter of offline-only donors said that they did not give online because they could not find an online giving site, they did not know they could make a gift online, or they did not think of giving online

• Among those who contributed online, 20% said the primary motivation for giving online related to whether the charity actively promoted online giving choices

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The Search for Sneezers (web 2.0)

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Sneezers defined

• Epidemics teach us that disease is spread unevenly

• Some individuals are particularly contagious, named ‘sneezers’

• What if instead of a ‘sneeze’ the action is an ‘ask’

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If your wish were granted...

Become a Donor?

Become a Fundraiser?

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Which choice increases my...

• Level of engagement?

• Frequency of engagement?

• Knowledge of the needs?

• Financial contribution?

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It all started with events...

• Easy to become involved

• Fun, family day with some competition

• Naturally suited to building teams

• Rather than pledge forms use personal websites to fundraise

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...and they grew!Online Funds Raised ($Cdn)

• In this event over 80,000 register online

• Best fundraisers are in teams

• Best fundraisers are online & offline hybrids

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Page Examples

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Event or Campaign

Teams or Groups

Individuals

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The Simple Math

# of people

% who fundraise

# of people

they askavg. gift

raised=

x x x

$

% whogive

x

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Benefit: penetrate inbox clutter

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Sneezers surprise you

£ 1 million

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2006 2007 % Chg.# Fundraisers Registered 381 606 +50%

# Teams 28 42 +50%$ e-Gifts (Average) $507,365 ($152) $1,221,750

($152)+63%

# e-Gifts 3,961 9,676 +64%# Participants with 1+ online sponsors

263 457 +74%

Average # of e-Gifts / Fundraiser

14.8 20.9 +41%

Ave $ e-Gifts / Fundraiser $1,942 $3,668 +89%

Top 10 Fundraisers $278,082 $452,112 +63%

Metrics to watch

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Not all fundraisers are created equal

• 80% of funds will be found by 20% of the people

• Identify them early

• Treat them differently

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Beyond -aThons

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Community Events• Community

events

• Dinners

• Virtual Events

• Golf tournaments

• BBQs

• Seminars

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Nothing But Nets

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Discuss

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The more things change...

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...the more they stay the same

• People have too little time

• People love good stories

• People will procrastinate

• People give more in groups

• People give to people...especially online!

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Thank You for Your Time!

www.artez.com

Philip King

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Featured Projects

Featured Donors

Donors Projects

Your Charity

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Who are you?64Monday, June 23, 2008